To persuade more of us to give blood (only 6 per cent of the UK does), Drum created a TV documentary following the daily workings of a mobile blood-donation unit. The week-long series, called Lifeblood, broadcast on five during daytime to target young mothers - considered the most likely group to give blood. Lifeblood was the first ad-funded TV programme to be named a "pick of the day" in a national newspaper. During the week, calls to the National Blood Service helpline rose by 28 per cent.